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The Facebook pixel - a unified way to target, measure, and optimize


You might have heard about the Facebook Pixel, but what is it and how can it help you in your daily work with Facebook and Instagram advertising?


The pixel is basically a snippet of code that you have in your Facebook ads account. The code should be copied from the ad account and placed on your website. This is something that needs to be done only once. From the day the pixel is implemented on your website, it will start tracking the actions of visitors of specific subpages and subsites of your domain.

Build custom audiences from your website visitors for retargeting
When the pixel has been inserted and has started tracking, you will be able to create Custom Audiences, based on the actions visitors take on your website. This means that you can choose to target content from your Facebook page or Instagram account towards anyone who has already visited your website. Instead of having to define a target group based on age, gender, geography, and other generic settings, you will be able to target those who have already shown interest in your brand. If you want to drive new people to your website, you will also be able to exclude old visitors while building your audiences. Alternatively, you can choose to only target those who have visited a specific subpage - for example, a category such as shoes, or even down to a specific pair of shoes, and by that target your Facebook and Instagram content even more.

Track conversions and measure your ROI
You can also use the Facebook Pixel to track custom conversions. You can think of conversions as specific success events that resulted from your Facebook and Instagram ads and have a quantifiable effect on your website. Conversion tracking can help your business measure the return on investment of Facebook/Instagram Ads by reporting on the actions people take after your ads are viewed. For example, if you sell products online and you’re using ads to generate sales, you’ll want to track e-commerce actions such as 'Add To Cart', 'Initiate Checkout', and 'Purchase' actions.


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